台灣汽車電子產品競爭策略之研究

A Study of Competitive Strategies for Automotive Electronics Products in Taiwan

李辰安(Chenan-An Lee)

指導教授 ： 吳忠敏

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2006年)

摘要

汽車電子產品因創新技術的成熟及關鍵零組件成本不斷降低，使得汽車搭載電子產品的比例逐年增加，造就近年來汽車電子產業蓬勃發展的景象。面對此波的發展趨勢，無論是國際汽車廠，汽車零組件廠或消費性電子大廠，均加入汽車電子技術創新應用的行列，希望以創新技術與產品差異性，創造產品附加價值，來提升競爭力。但台灣汽車電子產品發展現況，在內需市場小，技術能力差距大等劣勢條件下，台灣汽車電子產品如何面向全球發展的趨勢，發展屬於台灣汽車電子產品的利基產品與市場，將是產業發展的關鍵。
本研究係經由歷史資料蒐集，探討全球汽車電子產業發展歷程與價值鏈，進而分析汽車電子產品主要生產國家之市場概況，依據專家深度訪談的結果，歸納及探討出台灣汽車電子產品的競爭要素與競爭優勢，最後對汽車電子產品廠商提出具體競爭策略建議供產業界參考，競爭策略項目如下：
1.開發關鍵技術，以利進軍國際汽車供應鏈市場
2.以歐美日之售後服務市場為進軍國際市場的捷徑
3.利用併購或異業策略聯盟厚植實力，加速產品研發提升競爭力
4.針對安全及節能環保之未來趨勢，進行產品價值創新
5.立足台灣，進軍中國汽車電子市場
6.開發推出與安全相關性較低的零組件

關鍵字

競爭策略 ； 價值鏈 ； 產業競爭分析 ； 競爭優勢 ； 策略聯盟

並列摘要

Due to the innovated techniques and constant cost drop on key components of automotive electronics products, the percentage of automobile carried with electronic product increases annually and achieves the flourishing developing phenomena of the automotive electronics products in recent years. Facing with the development trend of this wave, whether it’s international automotive manufacturer, auto part manufacturer or consumptive electronic main manufacture all join the league of the application of the innovated technique of automobile electronics in the hope to create product addictive value and elevate competitiveness with innovated technique and product differentiation. However, the current development situation of automotive electronics products in Taiwan, under the bad situation of small demand domestic market and huge technical gap, how does the Taiwanese automotive electronics products face the trend of global development and develop its advantageous base product and market would be the key of industrial development.
This research discusses the development journey and value chain of the global automotive electronics industry through historical information collection, further analyzes the general market condition of main producing country of the automotive electronics products, then, competitive key elements and advantages of the Taiwan automotive electronics products are concluded and discussed according to the results from in depth interview of experts. Last but none the least, suggestions of concrete competitive strategy are brought up to the industry, the items are listed as follows:
1. Develop key technique in the convenience to enter the international automotive supply chain market.
2. Take the European, American and Japanese after sales market as the shortcut to enter the international market.
3. Application of merge or strategic alliance of different industry to cultivate abundant strength to accelerate the product development and raise the competitiveness.
4. Carry out product value innovation focused on safety and energy saving and environment protection.
5. Base on Taiwan and enter the automotive electronics market in China.
6. Develop and launch fairly low safety related components

並列關鍵字

Competitive Strategy ； Value Chain ； Industrial Competitive Analysis ； Competitive Advantage ； Strategic Alliance

參考文獻

9.湯明哲，策略精略，天下遠見，2003

3. Anfoff，Implanting strategic management，1984

4. Barney，Time paths in the diffusion of product Innovations，1991

5. Devlin & Bleackley，Strategic Alliances-guides for Success，Long Range Planning，Vol21，No1，pp.55-67，1988

7. Harrigan，Managing For Joint Venture Success，1986